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HOW PRICE MAVENS PERCEIVE VALUE OF PRODUCTS? A STUDY ON PERVAL SCALE

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Abstract (2. Language): 
Price mavenism, which is “a narrow interpretation of market mavenism” has received little attention in marketing literature. Historically, research has been mainly focused on what motivates price mavens to engage in information search and to share their knowledge with others. It should also be understood price mavens by means of their value perceptions when they are evaluating products. This study aims to determine the interrelationships between price maven levels and perceived value dimensions (PERVAL scale). The results indicate that there are significant differences between price mavens by means of quality/performance, emotional values and price/value for money.
Abstract (Original Language): 
Pazarlama literatüründe, pazar uzmanı tüketicilerin dar kapsamda bir yorumu olan fiyat konusunda bilgili (uzman) tüketiciler, az ilgi görmüş bir konudur. Geçmişte gerçekleştirilen araştırmalar ağırlıklı olarak, fiyat konusunda bilgili tüketicileri bilgi aramaya ve bu bilgileri diğer kişiler ile paylaşmaya iten güdülerin neler olduğuna odaklanmıştır. Fiyat konusunda bilgili tüketicilerin ürünleri değerlendirirken algıladıkları değerler bağlamında da anlaşılması gerekmektedir. Bu çalışmada, fiyat konusunda bilgili tüketici düzeyleri ile algılanan değer boyutları (PERVAL ölçeği) arasındaki ilişkilerin belirlenmesi amaçlanmaktadır. Sonuçlar, fiyat konusunda bilgili tüketiciler arasında, kalite/performans, duygusal değerler ve fiyat/değer için para boyutları açısından anlamlı farklılıklar olduğunu göstermektedir.

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